comfort of their homes and offices without worrying about whether they have a current catalog or how to order a catalog
Low Cost--the cost of putting up a Web site is relatively low, and companies do not have to hire additional phone representatives to take calls from mail order catalogs. Consumers are already paying for Internet access; in most cases, consumers access the Internet for the cost of a local phone call
No Boundaries--sales can be made around the corner, or around the world
Ability to Show and Demonstrate Products--consumers have the advantage of a catalog, but are able to gain much more information about specific products--they don't have to go through every product to find just those they are interested in
Immediate Receipt of Funds--credit card billing makes it possible to receive funds far more quickly than through traditional phone or mail order sales
Ability to Update Information Quickly--price reductions, special promotions and new products can all be added quickly, increasing customer satisfaction and maximizing revenue
The opportunities presented by the Internet have not been lost on traditional retailers and mail order houses. Barnes and Noble have a significant presence on the Internet, selling not only through their own Web site, but also through commercial Internet service providers (ISPs) such as America On Line (AOL) and CompuServe. Software is widely distributed through Internet sites (a logical extension of the computer environment), and products are offered at both the low and high end of the price scale. Some companies, such as amazon.com, have come into existence because of the advantages that the Internet offers and have become commercial successes as a result.
Deciding to conduct business on the Internet is the easiest decision that retailers make. Companies must then find a way to accomplish the following in the brief period of time that most consumers will typically spend be...